Web Design – Strategically Using Animation – Part 1

A major mistake for web designers is overusing animation. Animation distracts web users and makes it difficult for them to focus on static content. When designing a website animation must be used strategically and in small doses, so it doesn’t deter the user from viewing the rest of the site.  

Animation is commonly used for navigation, education, promotion or advertising. Great web designers often use animation in one or two of these areas, but never all four. Using animation all over the website will only confuse the user and make it difficult for them to both navigate around the site and consume the content. Some websites fail by having excellent content that isn’t seen because the web users are too distracted by animated banner advertisements and/or backgrounds.  

Creating content in the form of animation can be a good idea because it helps educate the user visually. However, if the animated content is surrounded by animated banner advertisements, then the web user will be forced to make a decision as to whether they consume your content or view the banner advertisement. If the banner advertisement acts as a deterrent, there is a high possibility the user will leave the website without consuming any content or purchasing any products.  

Web designers should avoid forcing users to make these decisions, but rather make the website viewing experience as easy as possible. Web users should instantly know where to click upon arriving at a website. Every single animation used on the website makes it harder for the user to determine where to click, thus wasting their time. The goal of any website should be to get the web user to the content or to the point where they can purchase products, as quickly as possible.  

When web designers go overboard and load up their websites with too much animation, it often leads to a statement on the home page that tells the user ‘This site is best viewed at 1280x1024 with 16.7 million colours’. If the user doesn’t currently have those settings, it forces them to make a decision, either leave the website or manually change their settings. It’s almost guaranteed that no web user will manually change their settings just to view your website and asking them to do so does nothing but limit accessibility to your website.  

Check out “Web Design – Strategically Using Animation – Part 2” for more information!